Call to action lockout system and method

ABSTRACT

A Call-To-Action Lockout on a mobile device coupled to a data network is disclosed as a method and apparatus comprising providing a media application configured to respond to a control point associated with media content, providing media content which has at least one associated control point, triggering at least one control point while experiencing the media content; and performing an appropriate Call To Action Script (CTAS) in response to the triggered control point.

CROSS REFERENCE TO RELATED APPLICATION

The present application is a continuation of U.S. patent applicationSer. No. 13/435,275, filed Mar. 30, 2012, now U.S. Pat. No. 8,750,743,which is a continuation of U.S. patent application Ser. No. 12/299,366,filed Mar. 10, 2009 as a US national phase application of PCTInternational Patent Application No. PCT/AU2007/000619, filed May 9,2007, now U.S. Pat. No. 8,150,386, which claimed priority fromAustralian Patent Publication No. 2006100383, filed May 10, 2006, all ofwhich are incorporated herein in their entireties.

FIELD OF THE INVENTION

The present invention relates to electronic devices and in particular tomobile electronic devices adapted for presenting media content.

The invention has been developed primarily for controlling responseswhile experiencing media content on mobile electronic devices and willbe described hereinafter with reference to this application. However, itwill be appreciated that the invention is not limited to this particularfield of use.

BACKGROUND OF THE INVENTION

Any discussion of the prior art throughout the specification should inno way be considered as an admission that such prior art is widely knownor forms part of the common general knowledge in the field.

With the development of mobile technology and hardware, advertisers havebeen moving their focus to targeting mobile devices as a channel forproviding information to consumers about products and services. Due tothe advancements and the increase of size of the display screens and thedevelopment of faster network connections, advertisers are no longerlimited to simple text and individual graphics and sounds but are nowable to provide mobile device users with a richer media experiences thatmay consist of combined media objects, video and audio provided innearly unlimited length.

Mobile devices typically have only a single user interface windowavailable at any one time. Consequentially even for a mobile deviceequipped with hyperlink capable browsers, following a link or prompt inmedia content, or advertisement, typically requires swapping to a phonemessage function and other application to respond, and then return towhatever activity was originally being performed.

Such a drawback is undesirable, typically leading to any call-to-actionresponse requested within the media content being avoided.Consequentially, advertisers potentially lose sales, and the user missesopportunities to participate in an incentive based claim and to purchaseproducts.

There is a need in the art for a less disruptive and a more integratedmethod of controlling responses while experiencing digital media.

OBJECT OF THE INVENTION

It is an object of the present invention to overcome or ameliorate atleast one of the disadvantages of the prior art, or to provide a usefulalternative.

It is an object of the invention in its preferred form to provide a moreintegrated method of controlling responses while experiencing mediacontent.

SUMMARY OF THE INVENTION

According a first aspect of the invention there is provided a method forCall To Action Lockout on a mobile device coupled to a data network, themethod comprising:

-   -   providing a media application configured to respond to a control        point associated with media content;    -   providing media content which has at least one associated        control point;    -   triggering at least one control point while experiencing the        media content; and    -   performing an appropriate Call To Action Script (CTAS) in        response to the triggered the control point.

The method preferably further comprises prompting for a response, andtransmitting the response to CTAL application server. Prompting for aresponse mechanism is preferably in the form of any one of or moreselected from the set comprising: a question, poll, competition entry,feedback and data collection. Preferably the response is stored.

The media content preferably includes any data format suitable forprocessing by the media application. The media content is preferably inthe form of any one or more selected from the set comprising audio,animation, video, text and an image. This media content is preferablyprovided by being downloaded, preloaded or streamed Over The Air (OTA).

Preferably the control point is triggered by reference to any one ormore of the following: a timing track; a counter; or parsing of themedia content received by the media application.

The media player is preferably provided to the mobile device over thedata network via a protocol in the from of any one or more selected fromthe set comprising: SMS, MMS, WAP and GPRS.

According a second aspect of the invention there is provided anapparatus for Call To Action Lockout on a mobile device coupled to adata network, the apparatus comprising:

-   -   a CTAL Application Server configured to provide media content        having at least one associated control point; the CTAL        Application Server is coupleable to a data network for providing        the media content.

Preferably the apparatus comprises a CTAS Application Server forproviding an associated CTAS to define the control point, wherein theCTAS Application Server is coupled to the network and configured toprovide the corresponding CTAS to the CTAL Application Server.Preferably the apparatus further comprises a Media Database containingmedia content, and a Media Server configured to retrieve the mediacontent the Media Server further configured to provide the media contentto the a CTAL Application Server for subsequently providing to a mobiledevice coupled to the network.

Preferably the apparatus comprises a Media Database containing mediacontent, and a Media Server configured to retrieve the media content;the Media Server further configured to provide the media content to thea CTAL Application Server for subsequently providing to a mobile devicecoupled to the network, wherein the CTAL Application Server provides thecorresponding CTAS for defining the control point.

Preferably the apparatus comprises a mobile device coupled to the datanetwork, and configured to have a media application; the mobile deviceis further configurable to trigger at least one control point andperform an appropriate Call To Action Script (CTAS) in response to thetriggered the control point.

Preferably the apparatus comprises a Response Database Server coupled tothe network for receiving and storing a response from a mobile device inresponse to a triggered Call-To-Action.

According a third aspect of the invention there is provided an apparatusfor Call To Action Lockout on a mobile device coupled to a data network,the apparatus comprising:

-   -   a mobile device coupled to a data network, and configured to        have a media application for experiencing media content; the        mobile device is configurable to trigger at least one control        point and perform an appropriate Call To Action Script (CTAS) in        response to the triggered the control point; the mobile device        is further configured to transmitting a response to a CTAL        application server.

Preferably the apparatus comprises a CTAL Application Server configuredto provide the media content having at least one associated controlpoint; the CTAL Application Server is coupleable to a data network forproviding the media content. Preferably the apparatus further comprisesa CTAS Application Server for providing an associated CTAS to define thecontrol point, wherein the CTAS Application Server is coupled to thenetwork and configured to provide the corresponding CTAS to the CTALApplication Server. Preferably the apparatus yet further comprises aMedia Database containing media content, and a Media Server configuredto retrieve the media content; the Media Server further configured toprovide the media content to the CTAL Application Server forsubsequently providing to a mobile device coupled to the network.

Preferably the apparatus comprises a CTAL Application Server configuredto provide the media content having at least one associated controlpoint; the CTAL Application Server is coupleable to a data network forproviding the media content. Preferably the apparatus further comprisesa Media Database containing media content, and a Media Server configuredto retrieve the media content; the Media Server further configured toprovide the media content to the CTAL Application Server forsubsequently providing to a mobile device coupled to the network,wherein the CTAL Application Server provides the corresponding CTAS fordefining the control point.

BRIEF DESCRIPTION OF THE DRAWINGS

A preferred embodiment of the invention will now be described, by way ofexample only, with reference to the accompanying drawings in which:

FIG. 1 is a block diagram of an example architecture for Call To ActionLockout (CTAL) according to the invention;

FIG. 2 is block diagram of an example Call To Action Lockout for a videocall system;

FIG. 3 is block diagram of an example Call To Action Lockout, showingthe delayed relationship between the CTAL Application server and theother components;

FIG. 4 is an example screen layout of a mobile device configured toperform Call To Action Lockout;

FIG. 5 is an example flowchart of a method of performing Call To ActionLockout; and

FIG. 6 is an example flowchart of a method of providing media contentfor performing Call To Action Lockout as shown in FIG. 5.

PREFERRED EMBODIMENT OF THE INVENTION

The preferred embodiment relates a system and method, Call-To-ActionLockout (CTAL), for controlling the availability and timing ofcall-to-actions or responses to media content while it is beingexperienced. This media content may include text, audio, animation,video and images that are downloaded to, preloaded on or streamed OverThe Air (OTA) to any electronic device. Preferably these devices aremobile electronic devices including cellular phones, cellular equippedPDA's, MP3 players, MP4 players, handheld computers or other wirelessterminal devices.

Preferably the method regulates, controls and captures responses to acall-to-action associated with media content experienced on a mobiledevice.

The preferred embodiment further provides a method and apparatus forassociating Call-To-Actions with media content which are triggered whilethe media content is being experienced, e.g. displayed or played on amobile device. These Call-To-Actions are preferably triggered as themedia content is being experienced, depending on where an associatedcontrol point has been positioned within the media content data. Whenthe appropriate Call-To-Action is evoked, a response or participation inthis process is requested. Responses are typically regulated, controlledand captured and may be transmitted to a secondary storage device.

For example this can be applied when experiencing branded media content,whereby a participant must experience the media clip and answer anassociated Call-To-Action. This Call-To-Action may require a participantto answer a question relating to the media clip before being eligible toparticipate in a competition. Call-To-Action events further includes thepossibility of voting, entering a code to win a prize, answer aquestion, submitting information to join a game, receive products or anyinteraction that might be timed or controlled.

Referring initially to FIGS. 1 to 3, there is provided block diagrams ofexample embodiments of a CTAL apparatus.

FIG. 1 shows a block diagram of the overall architecture of anembodiment of CTAL. This embodiment includes a Cellular Enabled MobileDevice 101 coupled to a Wireless Network 102. The Cellular EnabledMobile Device 101 receives media content and transmits responses to anytriggered Call-To-Action(s) from/to a Gateway 103, via the WirelessNetwork 102. The Gateway 103 acts as an intermediary between acontrolling CTAL Application Server 104 and the Wireless Network 102.The CTAL Application Server 104 will request media content from a MediaServer 105, which is stored on a Media Database 106, and thecorresponding CTAS, and then transmit them to the Cellular EnabledMobile Device 101. In one embodiment the CTAS is provided by a CTASApplication Server, alternatively the CTAS may be provided directly froma Media Server. Conceptually the CTAS Application Server is a softwareor hardware component that provides an appropriate CTAS. Depending onthe Call-To-Action and the response(s) generated the CTAL ApplicationServer 104 may request and transmit further media content and associatedCTAS. The CTAL Application Server 104 also forwards captured responsesto the Response Database Server 107 for subsequent storage.

The Wireless network 102 is used to transmit data between coupleddevices. It would be appreciated that the wireless network may beswitched or packetised without limiting the scope of the presentinvention. It would be further appreciated that data transfer may beperformed by any suitable network protocol or set of network protocolswithout limiting the scope of the present invention.

FIG. 2 shows an example block diagram of the overall architecture of anembodiment of a CTAL video call. This embodiment includes a CellularEnabled Mobile Device 101 coupled to a Wireless Network 102. TheCellular Enabled Mobile Device receives media content and transmitsresponses to any triggered Call-To-Action(s) from/to a Gateway 103, viathe Wireless Network. The Gateway 103 acts as an intermediary between aInteractive Video Platform (IVP) System 108 and the Wireless Network102. The IVP System 108 forwards data between the Gateway 103 and a CTALApplication Server 104. The CTAL Application Server 104 will requestmedia content and the corresponding CTAS from a Media Server 105, whichis stored on a Media Database 106, and transmit them to the CellularEnabled Mobile Device 101. Depending on the Call-To-Action and theresponse(s) generated the CTAL Application Server 104 may request andtransmit further media content and associated CTAS. The CTAL ApplicationServer 104 also forwards captured responses to the Response DatabaseServer 107 for subsequent storage.

It would be appreciated by a person skilled in the art that serversperform a predetermined function, and that this function is notsubstantially limited by their physical configuration. In someembodiments one or more of the CTAL Application Server 104, Media Server105, Response Database Server 107 and IVP System 108 may be performedwithin a single physical electronic device, this device being configuredto perform each predetermined function. Likewise the Media Database 106may be stored and managed by a separate electronic device, oralternatively by an electronic device providing multiple functions tothe system.

FIG. 3 illustrates an example block diagram outlining the relationshipbetween a CTAL Application server 104 and the other components of a CTALProcess. The CTAL Application Server 104 is first accessed to initiate aSession 110, which is monitored by a Session Manager 115.

The Session Manager 115 typically monitors a heartbeat 111 in the formof a periodic ping request to indicate that the CTAL application orsession is still active on the mobile device. While the heartbeat 111 ismaintained between the mobile device and the Session Manager 115 and inthe absence of receiving “end session request,” the Session Manager 115retains the session information and the session remains active.

CTA Delivery 112 is influenced by a CTAL Controller 116, which in turncontrols a CTAS Manager 117, a the Media Controller 118 and a ResponseManager 119. The CTAL Controller 116 requests the CTAS Manager 117 andthe Media Controller 118 to respectively locate the CTAS and Media to bedelivered 113. The Media Controller 118 requests to the Media Server 105to extract the specified media from the Media Database 106.

Response Data 114 is received by the Response Manager 119, andtransmitted to a Response Database Server 107 for storage.

The Session Manager 115, CTAL controller 116, CTAS Manager 117, MediaController 118 and Response Manager 119 are typically applicationshosted on the CTAL Application Server 104.

Referring now to FIGS. 4 and 5, a number of example methods forCall-to-Action lockout are described.

FIG. 4 shown an example screen configuration for a mobile device 101 isshown. The Media Server 105 provides media content with aCall-To-Action. The Mobile Device 101 displays the media content 121,which may include dynamic ad content in the form of a rotating banner ad122. Once the first control point has been reached the CTAL mediaapplication will execute its first predetermined action and the user isprompted to respond to a CTA 123. The response data is recorded andstored on the response database server 107 for subsequent sales,marketing and fulfilment use.

The association of a Call-To-Action with media content is accomplishedby a control point. By inter-relating the media with a control point,the media content may be controlled. These control points are typicallyin the form of a CTAS (Call-To-Action Script). A control point may bedirectly embedded in the media content. Alternatively, a control pointmay be provided in a separate data file, or entity. The separate datafile is typically delivered in conjunction with the media content oracquired on demand when the associated media application calls the mediacontent to be experienced. System developers may refer to, implement, orenable these control points when associating available actions orresponses within application programmable interface (API).

The CTAS is preferably acquired and interpreted by the media applicationor interface application. The associated control points are typicallyavailable though an API whereby the same or a related applicationmanages the associated Call-To-Action events.

A CTAS is preferably independent of the media data. More preferably themedia data is dependent upon the CTAS for exercising control over themedia player application whereby the user interface is controlled by theCTAS. In this embodiment, the media content can not be experienced without involving the CTAS.

As the media application presents the media content and interprets theCTAS, Call-To-Action events are triggered requiring interaction or thereceipt of additional information. The implementation of this operationis dependent upon how the media application or interface is programmed.In an embodiment, a predetermined amount of the media content may needto be experienced before an appropriate Call-To-Action event istriggered.

A Control Point is a trigger that is read by the media application.Depending on the media a control point may include any one of a timed,tagged, media time-coded, counted or fulfilled trigger.

These control point types can be described by way of example:

Timed e.g. If the media content is provided by a Real Time Protocol(RTSP) server, then server-side control will be via the readingtime-code to used as the reference point; or e.g. An internal timer maybe initiated and use as the session time-base for relating controlpoints and/or media transmission. Tagged e.g. Using an actual referencepoint data marker within the media content. Media e.g. The media isprovided by a ‘download and play’ time- then the internal mediatime-code will be used and coded will be referenced to an acquired‘control point manifest’. This Control Point Manifest can be an XML filethat contains referential data and control points that will beinterpreted by the CTAL media application. Counted e.g. After 5 photoshave been experienced. Fulfilled e.g. For static media content the nameand content size of the object to reference it will be used as a‘control point’

Once a control point has been identified by the media application, thecorresponding CTAS is activated.

The CTAS contains instructions that informs the CTAL application serveron which steps to follow next. For example these steps may include anyone of the following:

-   -   a) pause media;    -   b) prompt viewer to respond to CTA;    -   c) capture and respond to a users response;    -   d) if no response then go back to initial screen; and    -   e) continue with media experience.

It would be appreciated that an embodiment enables media content beprovided to a mobile device in such a way as to allow the user tointeract and respond to a Call-to-Action. The response may be in theform of submitting an answer to a question (eg in a keypress, textfield, radio box, dropdown menu), filling out a survey, obtainingfurther information from advertisers, providing personal information orany type of information requested in a controlled and managed process.This is achieved without substantially detracting from the originalexperience of the media content.

FIG. 5 show an example flowchart of a method of performing Call ToAction Lockout. The method comprises the steps of:

-   -   a) providing a media application 201 configured to respond to a        control point associated with media content 202;    -   b) providing media content 202 which has at least one associated        control point;    -   c) experiencing the media content 203;    -   d) triggering at least one control point 204; and    -   e) performing an appropriate Call To Action Script (CTAS) 205 in        response to the triggered control point.

In this embodiment the method further comprises prompting for a response206 and transmitting the response to CTAL application server 207. Inthis embodiment the method still further comprises storing the response208.

The media content is typically resumed such that the remaining portioncan be experienced 209.

FIG. 6 shows another embodiment which enables content providers(including advertisers) to supply media content to a contentintermediary. This intermediary provides the application distributorwith the media content who then manages any one or more of thefollowing:

-   -   a) modifying the media content for including appropriate control        point(s) 210;    -   b) providing Call-To-Action Script(s) (CTAS) 211; and    -   c) embedding the control point(s) into a separate data content        for delivery in conjunction with the media content 212.

In yet another embodiment there is provided a method of creating aninteractive experience between content providers (including advertisers)and users of mobile devices. This method is implemented usingcommunication terminals connected to a server via a communicationnetwork, and including the steps of:

-   -   a) providing a database for hosting selected media content;    -   b) providing an Application Programmable Interface (API) for        enabling system application providers to append selected content        whereby to include one or more control points;    -   c) triggering a control point within a media application or        interface application whereby the application responds to the        CTAS by pausing, replaying or stopping the content delivery;    -   d) prompting a person experiencing the media content to provide        a response to an interactive experience;    -   e) capturing the response;    -   f) exporting the captured response to a secondary storage or        recording device via network;    -   g) resuming content delivery until the experience is competed or        another CTAS is triggered.

In an embodiment an interactive application interface control system isregulated or controlled by an associated data file that contains markertags or timed scripts known as the “control point”. A media applicationis stored locally or communicated electronically to provide necessaryfunctional data. Media content, in any data format readable by a mediaapplication, includes control points. These control points may includetiming tracking, counter or actual parsing of the data received by amedia application or player. When a control point is reached a “Call ToAction Script” (CTAS) is triggered. This inter-relates the media contentwith a user response mechanism.

Preferably a user response mechanism may be in the form of a question,poll, survey, competition entry, feedback and/or data collection.

The CTAS is preferably associated with regulating, controlling andcapturing responses to call-to-action prompts that are part thereof orfollow any media content experienced on a mobile device.

The media data file is preferably received via pre-loading, Over-the-Air(OTA) downloads and/or streaming.

The CTAS is preferably transmitted via SMS, MMS, WAP, GPRS or otherOver-the-Air (OTA) transmission methods.

Further embodiment will now be described in the following six examples.These embodiments are by way of example only. Furthermore while someembodiments described herein include some but not other featuresincluded in other embodiments, combinations of features of differentembodiments are meant to be within the scope of the invention, and formdifferent embodiments, as would be understood by those in the art.

EXAMPLE 1

By way of example, an advertiser prefers to deliver branded mediacontent to a target recipient. The advertiser additionally prefers toprovide a Call-To-Action function at the end of the media content, whichenables a response to be requested and captured.

This embodiment:

-   -   a) encourages the target recipient to experience the entire        advertising message;    -   b) provides an incentive to the target recipient to encourage        brand loyalty and continued participation;    -   c) provides an additional brand message and ongoing        solicitation; and    -   d) captures response information.

EXAMPLE 2

By way of example, a campaign is adapted to be run in conjunction with asporting event such as a baseball game, with branded high-value mediacontent selected to appeal to the fans of the sport, such as videofootage of the leading homerun hitter of a baseball league.

The advertiser may provide a “call-to-action” at the end of the videofootage which will prompt a response that will be captured and stored.

This embodiment:

-   -   a) encourages the target recipient to watch the media content by        offering high value content;    -   b) provides an incentive to the target audience to encourage        brand loyalty and continued participation;    -   c) provides additional brand message(s) and ongoing        solicitation;    -   d) captures response information to be saved in a secondary        storage device;    -   e) uses the captured response information for additional mobile        device push marketing and other advertising opportunities; and    -   f) ensures that the brand or media content is received by the        target recipient, as a requirement to participate in the        Call-to-Action.

Advertising may be carried out prior and during the sport event, such asbroadcasted on TV or in selected print media, to encourage the fans ofthe sport and to provide an innovative, interactive, memorable brandedexperience.

In this example, the advertising may advises a target audience to visita mobile enabled website (WAP site) via a cellular enabled mobile deviceand to download a CTAS enabled media player. The video feed could thenbe streamed to the mobile device OTA via a Media Manager Server, whereit has been modified to include control points and/or CTASs. As thevideo feed finishes, prior to any other function, a CTAS will be calledand a voting screen displayed.

The target audience will then be prompted to submit their vote for aparticular variable via the mobile devices keypad (or keyboard dependingon device). Upon submitting their choice, they could be informed thattheir vote has been recorded and they have been entered into the draw towin. The target audience may then be further prompted to provide certaindemographic information (determined by the client and advertisingagency) into text fields displayed, for which they may receive anotherentry in the draw to win.

All submitted data will be routed via a communications network, andassociated devices, which will communicate the submission to a computeror computer network such as a “Response Manger Server”.

This Response Manger Server processes the submission and extracts theselected information requested by the advertiser to be collected. Forexample the information requested can include:

-   -   a) variable voted on;    -   b) mobile number;    -   c) age;    -   d) sex; and    -   e) other general demographic information.

EXAMPLE 3

By way of example, a video-call campaign is run in conjunction with amovie trailer promotion. A target audience is prompted by a televisionadvisement to call a video number to watch the latest movie trailer andenter into a promotion to win a prize.

The target participant calls the video-call number, which transmitstheir call over a wireless network (switched or packet) to a mobilephone station then through the mobile network to a 3G gateway.

This call gets transferred from the 3G gateway to the IVP System to theCTAL Application Server which then opens a session between theapplication server and the mobile device.

The CTAL application server sends back a selection of predeterminedchoices associated with the video-call number.

Initial Entry Screen

In this example the CTAL Application Server transmits back through thevideo-call 3 choices in text:

The target participant then presses “1”, which is captured andtransmitted to the CTAL Application Server.

The CTAL application server retrieves the requested media content fromthe media server and the associated CTAS. The CTAL Application Serverforwards the 30 second video trailer media content to the mobile devicefor viewing.

Once the first control point has been reached the CTAL media applicationwill execute its first predetermined action—stopping the transmission ofthe movie trailer at the 20 second mark and the user is prompted torespond to a CTA:

Call to Action Screen One

The call-to-action is: “What colour is the super heroes underwear for afree double pass”, and three choices are displayed on the mobile devicefor the target participant to choose from

The mobile device target participant chooses option 1. for red bypressing key “1”. This selection is transmitted to the CTAL ApplicationServer, which processes the response and determines whether the choiceit is correct or not. Transmission of the key press can be made usingDual Tone Multi-frequency (DTMF).

The CTAL Application Server sends back a message in accordance with thecorrectness of the response which is predetermined.

Data entry fields for text are sent to the mobile device to allow thetarget participant to enter details, which are then transmitted back tothe CTAL Application Server and stored on response database server.

Once the information has been received the CTAL Application Servercompletes the remaining 10 seconds of the movie trailer transmission.The mobile device is transmitted an initial menu screen in order to makeadditional selections (in this case it displays 3 choices).

Initial Menu Screen One

The mobile device target participant then presses “2” which is sent backthrough the video call to the CTAL Application Server. The CTALApplication Server retrieves the selected media content from the mediaserver and the corresponding CTAS.

The CTAL Application Server transmits the media content (which in thisexample is a 30 second video trailer) to the mobile device for viewing.

Once the first control point has been reached the CTAL system willexecute its first predetermined action—stopping the transmission of themovie trailer at the 15 second mark and transmitting the mobile deviceuser a call-to-action (whereby three choices are displayed on the mobiledevice):

Call to Action Screen Two

The mobile device user chooses option 1. for “Yes” by pressing key “1”.This selection is communicated to the CTAL Application Server and storedby the Response Database server. The media application then continues toplay the movie trailer.

EXAMPLE 4

By way of example, a video-call campaign has been created to be run inconjunction with a client's latest product offering, for example thelaunch of a new mobile phone handset. The user is instructed to dial aspecial video-call number which will connect them to a CTAL ApplicationServer.

The CTAL Application Server presents the user with media content cuesand prompts a response to a few questions (CTA), before completing thecampaign process and ultimately qualifying for an incentive basedprize(s).

The response data is recorded and stored on the response database serverfor subsequent sales, marketing and fulfilment use.

In addition, the user may opt-in to special offers and the data may beused to provide additional, dynamically generated CTAL campaigns to theuser.

EXAMPLE 5

By way of example, a user subscribes to a free online newspaper whichmay be read on demand via the mobile device. The publisher gainsadvertising revenues by offering this high-value content whilemaintaining a means to control what and how the content is delivered tothe device. To encourage more subscriptions to the service, specialincentive based campaigns may also be included within the contentdelivered.

The CTAL application Server delivers content to the user and providesthe above features to the reader, advertiser and publisher in thefollowing manner.

The user begins the process by accessing a special mobile device website(WAP). Upon entering the site, a unique user session is established andthe CTAS is initiated. Based on the CTAS, the content is provided to theuser in a controlled and response-required manner.

According to the CTAS the user may experience a CTA at predeterminedintervals. These CTA events may require a response by the user tocontinue experiencing the desired content(s).

The response data from the session is received and stored by theresponse database server for later analysis and potential use in salesor marketing efforts.

EXAMPLE 6

By way of example, a user downloads and installs a small application forproviding useful information such as restaurant guide and reviews fordifferent cities. The application is provided free to the user andrevenue is generated by means of advertising, coupon collection or othervalue added services to the restaurant providers.

The application includes CTAS technology to control the CTA cues, whichprompts responses from the user in conjunction with experiencing themedia content. The application can be seen as a simple CTAS enabled‘front-end’ to a CTAS controlled Media Server.

As content is provided to the user, CTA cues are included which prompt aresponse. For example, the user may be asked a series of short directresponse questions prior to receiving requested restaurant information.Upon completion of the CTA, the user will receive the requested content.

Additional response or data may be elicited by CTAS to include specialcoupon offers, discounts or other incentive based prize(s).

The session data is received and stored by the response database serverfor later analysis and potential use in sales or marketing efforts.

The previous six examples described by way of example only. It would beappreciated by those skilled in the art that some embodiments describedinclude some but not other features included in other embodiments,combinations of features of different embodiments are meant to be withinthe scope of the invention, and form different embodiments.

It will be appreciated that the illustrated method and apparatusprovides a more integrated method of controlling responses whileexperiencing digital media content.

Further Interpretation

Unless the context clearly requires otherwise, throughout thedescription and the claims, the words “comprise”, “comprising”, and thelike are to be construed in an inclusive sense as opposed to anexclusive or exhaustive sense; that is to say, in the sense of“including, but not limited to”.

Similarly, it is to be noticed that the term coupled, when used in theclaims, should not be interpreted as being limitative to directconnections only. The terms “coupled” and “connected”, along with theirderivatives, may be used. It should be understood that these terms arenot intended as synonyms for each other. Thus, the scope of theexpression a device A coupled to a device B should not be limited todevices or systems wherein an output of device A is directly connectedto an input of device B. It means that there exists a path between anoutput of A and an input of B which may be a path including otherdevices or means. “Coupled” may mean that two or more elements areeither in direct physical or electrical contact, or that two or moreelements are not in direct contact with each other but yet stillco-operate or interact with each other.

Unless specifically stated otherwise, as apparent from the followingdiscussions, it is appreciated that throughout the specificationdiscussions utilizing terms such as “process”, “processing”,“computing”, “calculating”, “determining” or the like, refer to theindication and/or processes of a computer or computing system, orsimilar electronic computing device, that manipulate and/or transformdata represented as physical, such as electronic, quantities into otherdata similarly represented as physical quantities.

In alternative embodiments, the one or more processors operate as astandalone device or may be connected, e.g., networked to otherprocessors, in a networked deployment, the one or more processors mayoperate in the capacity of a server or a client machine in server-clientnetwork environment, or as a peer machine in a peer-to-peer ordistributed network environment.

The software may further be transmitted or received over a network via anetwork interface device. While the network is shown in an exemplaryembodiment to be a single medium, the term “network” should be taken toinclude a single medium or multiple media (e.g., a centralized ordistributed database, and/or associated caches and servers) that storethe one or more sets of instructions. The term “network” shall also betaken to include any medium that is capable of storing, encoding orcarrying a set of instructions for execution by one or more of theprocessors and that cause the one or more processors to perform any oneor more of the methodologies of the present embodiments. A carriermedium may take many forms, including but not limited to, non-volatilemedia, volatile media, and transmission media.

Reference throughout this specification to “one embodiment” or “anembodiment” means that a particular feature, structure or characteristicdescribed in connection with the embodiment is included in at least oneembodiment. Thus, appearances of the phrases “in one embodiment” or “inan embodiment” in various places throughout this specification are notnecessarily all referring to the same embodiment, but may. Furthermore,the particular features, structures or characteristics may be combinedin any suitable manner, as would be apparent to one of ordinary skill inthe art from this disclosure, in one or more embodiments.

Furthermore, while some embodiments described herein include some butnot other features included in other embodiments, combinations offeatures of different embodiments are meant to be within the scope ofthe claims, and form different embodiments, as would be understood bythose in the art. For example, in the following claims, any of theclaimed embodiments can be used in any combination.

Furthermore, some of the embodiments are described herein as a method orcombination of elements of a method that can be implemented by aprocessor of a computer system or by other means of carrying out thefunction. Thus, a processor with the necessary instructions for carryingout such a method or element of a method forms a means for carrying outthe method or element of a method. Furthermore, an element describedherein of an apparatus embodiment is an example of a means for carryingout the function performed by the element.

In the description provided herein, numerous specific details are setforth. However, it is understood that embodiments may be practicedwithout these specific details. In other instances, well-known methods,structures and techniques have not been shown in detail in order not toobscure an understanding of this description.

Although the invention has been described with reference to specificexamples, it will be appreciated by those skilled in the art that theinvention may be embodied in many other forms.

The invention claimed is:
 1. A method, performed by a mobile device,being a method for providing media content, the method comprising:providing, via a media application, a user interface component that isconfigured to enable a user to experience a media content item based onrendering of media content item data, wherein the media content itemdata is obtained from a remote server; triggering a control point,wherein the control point is triggered by reference to parsing ofcontent received by the media application; in response to the triggeringof the control point: (i) preventing experiencing of the media contentitem; and (ii) prompting a user of the mobile device to perform aspecified action via the mobile device; and in the case that the userperforms the specified action, allowing experiencing of the media item.2. The method according to claim 1 wherein performance of the specifiedaction results in the generation of data in the mobile device, and themethod further comprises transmitting that data to a server device. 3.The method according to claim 1 wherein the specified action includesany one of or more selected from the group consisting of: responding toa question, responding to a poll, submitting a competition entry,providing feedback, and providing other requested data.
 4. The methodaccording to claim 1 wherein the media content item is in the form ofany one or more selected from the group consisting of: audio, animation,video, text and an image.
 5. The method according to claim 1 wherein thecontent received by the media application, which is parsed thereby totrigger the control point, is received from a remote server.
 6. Themethod according to claim 1 including downloading from a server devicedata indicative of the control point.
 7. The method according to claim 1including downloading from a server device data thereby to enable theprompting.
 8. The method according to claim 1 wherein the contentreceived by the media application, which is parsed thereby to triggerthe control point, is received from a remote server.
 9. A server devicethat makes available for download to one or more mobile devices computerreadable code executable via a given one of the mobile devices, whereinexecution of the computer readable code configures one or more mobiledevices to perform a method comprising: providing, via a mediaapplication, a user interface component that is configured to enable auser to experience a media content item based on rendering of mediacontent item data, wherein the media content item data is obtained froma remote server; triggering a control point, wherein the control pointis triggered by reference to parsing of content received by the mediaapplication; in response to the triggering of the control point: (i)preventing experiencing of the media content item; and (ii) prompting auser of the mobile device to perform a specified action via the mobiledevice; and in the case that the user performs the specified action,allowing experiencing of the media item.
 10. The server device accordingto claim 9 wherein performance of the specified action results in thegeneration of data in the mobile device, and the method furthercomprises transmitting that data to a server device.
 11. The serverdevice according to claim 9 wherein the specified action includes anyone of or more selected from the group consisting of: responding to aquestion, responding to a poll, submitting a competition entry,providing feedback, and providing other requested data.
 12. The serverdevice according to claim 9 wherein the media content item is in theform of any one or more selected from the group consisting of: audio,animation, video, text and an image.
 13. The server device according toclaim 9 wherein the method further comprises downloading from a serverdevice data indicative of the control point.
 14. A method, performed bya mobile device, being a method for providing media content, the methodcomprising: providing, via a media application, playback of a mediacontent item; triggering a control point during the playback of themedia content item, wherein the control point is triggered by referenceto interaction with the media application; in response to the triggeringof the control point: (i) preventing further playback of the mediacontent item; and (ii) prompting a user of the mobile device to performa specified action via the mobile device; and in the case that the userperforms the specified action, resuming playback of the media item. 15.The method according to claim 14 wherein performance of the specifiedaction results in the generation of data in the mobile device, and themethod further comprises transmitting that data to a server device. 16.The method according to claim 14 wherein the specified action includesany one of or more selected from the group consisting of: responding toa question, responding to a poll, submitting a competition entry,providing feedback, and providing other requested data.
 17. The methodaccording to claim 14 wherein the media content item is in the form ofany one or more selected from the group consisting of: audio, animation,video, text and an image.
 18. The method according to claim 14 whereinthe content received by the media application, which is parsed therebyto trigger the control point, is received from a remote server.
 19. Themethod according to claim 14 further comprising downloading from aserver device data indicative of the control point.
 20. The methodaccording to claim 14 further comprising downloading from a serverdevice data thereby to enable the prompting.
 21. A server device thatmakes available for download to one or more mobile devices computerreadable code executable via a given one of the mobile devices, whereinexecution of the computer readable code configures mobile device toperform a method comprising: providing, via a media application,playback of a media content item; triggering a control point during theplayback of the media content item, wherein the control point istriggered by reference to interaction with the media application; inresponse to the triggering of the control point: (iii) preventingfurther playback of the media content item; and (iv) prompting a user ofthe mobile device to perform a specified action via the mobile device;and in the case that the user performs the specified action, resumingplayback of the media item.